Last week, Green Builder Media hosted some of the industry’s smartest minds to begin an earnest conversation about transforming the way homes are designed, constructed, valued, and sold.
It was a great pleasure to welcome some of the best minds in the building industry to the Leading from the Front event last week in Denver. Over a day and a half, we tackled the biggest issues shaping housing today—affordability, sustainability, and resilience—and began crafting bold, collaborative solutions for a more equitable, sustainable future.
Sponsors Carrier, DuPont, Panasonic, GAF Energy, PRMI, and The University of Denver joined leading builders, developers, and industry experts to explore strategies for properly measuring and valuing sustainability.
We began by confronting one of the industry’s most entrenched problems: the crude and antiquated metric by which homes are currently valued—price per square foot. Instead, we proposed shifting toward a more holistic standard—value per square foot—which accounts for long-term benefits like energy efficiency, electrification, healthy indoor environments, solar + storage, water conservation, resiliency, and independence.
It’s a complex challenge, to be sure, and the solution will require nuance. The group proposed several frameworks and shared countless ideas. Everyone agreed on one thing: There’s a glaring whitespace, and a massive opportunity, to improve how we value sustainable homes.
Next, we dove into the concept of key performance indicators (KPIs) that could be used to measure the total value of homeownership. The discussion raised as many questions as answers, but creativity flourished. One idea: tracking total monthly cost per square foot—including utilities, insurance, and mortgage payments—to better capture full cost rather than just first cost.
An especially powerful moment came when the group differentiated between value and values.
Value captures financial considerations, such as first and full cost, resale value, payback periods, and ROI.
Values, on the other hand, reflect emotional and lifestyle motivations like comfort, peace of mind, health, carbon reduction, stewardship, and independence.
Participants agreed that successful consumer messaging should bridge the two, emphasizing safety, comfort, empowerment, mental health, lifestyle freedom, and future-proofed homes that hold their worth in a changing world—concepts that resonate deeply with today’s homeowners.
Resilience was a dominant theme. The group discussed consumer benefits such as protected homes, lower insurance premiums, and shorter recovery times, alongside the critical need for risk reduction for lenders and insurers.
One thing became clear: None of this can happen without the engagement of a broad coalition of stakeholders, including lenders, insurers, appraisers, realtors, utilities, energy offices, regulators, policymakers, and, of course, consumers.
As for next steps, the group committed to continuing the work of:
Advancing the shift from price per square foot to value per square foot.
Identifying KPIs and measurable performance indicators.
Developing tailored messaging for each stakeholder group.
Building partnerships to turn these ideas into actionable, scalable change.
Our ultimate goal is to establish a valuation model and corresponding insurance policies, mortgages, and appraisals that financially reward builders and developers who deliver high-performance, sustainable homes and communities—homes that grow generational wealth, offer long-term affordability, and deliver the stability, sustainability, and resilience that homeowners—and our planet—deserve.
Ready to Get Smarter?
As the market changes, one thing won’t: our commitment to giving you impactful tools to stay relevant and resilient. COGNITION Smart Data is your roadmap for navigating change — and winning in a market that rewards companies who adapt.
As the building industry evolves, COGNITION Smart Data will help you stay ahead of the curve. Whether you’re diving into the basics of green building or seeking advanced strategies to achieve net zero carbon goals, we’re here to empower you every step of the way.
As cofounder and CEO of Green Builder Media, Sara is a visionary thought leader and passionate advocate for sustainability. A former venture capitalist, she has participated in the life cycle (from funding to exit) of over 20 companies, with an emphasis on combining sustainability and profitability. She lives in Lake City, Colo., with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. She is also on the Board of Directors at Dvele, runs the Rural Segment for Energize Colorado, and is a former County Commissioner.
Leading from the Front
Last week, Green Builder Media hosted some of the industry’s smartest minds to begin an earnest conversation about transforming the way homes are designed, constructed, valued, and sold.
It was a great pleasure to welcome some of the best minds in the building industry to the Leading from the Front event last week in Denver. Over a day and a half, we tackled the biggest issues shaping housing today—affordability, sustainability, and resilience—and began crafting bold, collaborative solutions for a more equitable, sustainable future.
Sponsors Carrier, DuPont, Panasonic, GAF Energy, PRMI, and The University of Denver joined leading builders, developers, and industry experts to explore strategies for properly measuring and valuing sustainability.
We began by confronting one of the industry’s most entrenched problems: the crude and antiquated metric by which homes are currently valued—price per square foot. Instead, we proposed shifting toward a more holistic standard—value per square foot—which accounts for long-term benefits like energy efficiency, electrification, healthy indoor environments, solar + storage, water conservation, resiliency, and independence.
It’s a complex challenge, to be sure, and the solution will require nuance. The group proposed several frameworks and shared countless ideas. Everyone agreed on one thing: There’s a glaring whitespace, and a massive opportunity, to improve how we value sustainable homes.
Next, we dove into the concept of key performance indicators (KPIs) that could be used to measure the total value of homeownership. The discussion raised as many questions as answers, but creativity flourished. One idea: tracking total monthly cost per square foot—including utilities, insurance, and mortgage payments—to better capture full cost rather than just first cost.
An especially powerful moment came when the group differentiated between value and values.
Participants agreed that successful consumer messaging should bridge the two, emphasizing safety, comfort, empowerment, mental health, lifestyle freedom, and future-proofed homes that hold their worth in a changing world—concepts that resonate deeply with today’s homeowners.
Resilience was a dominant theme. The group discussed consumer benefits such as protected homes, lower insurance premiums, and shorter recovery times, alongside the critical need for risk reduction for lenders and insurers.
One thing became clear: None of this can happen without the engagement of a broad coalition of stakeholders, including lenders, insurers, appraisers, realtors, utilities, energy offices, regulators, policymakers, and, of course, consumers.
As for next steps, the group committed to continuing the work of:
Our ultimate goal is to establish a valuation model and corresponding insurance policies, mortgages, and appraisals that financially reward builders and developers who deliver high-performance, sustainable homes and communities—homes that grow generational wealth, offer long-term affordability, and deliver the stability, sustainability, and resilience that homeowners—and our planet—deserve.
Ready to Get Smarter?
As the market changes, one thing won’t: our commitment to giving you impactful tools to stay relevant and resilient. COGNITION Smart Data is your roadmap for navigating change — and winning in a market that rewards companies who adapt.
As the building industry evolves, COGNITION Smart Data will help you stay ahead of the curve. Whether you’re diving into the basics of green building or seeking advanced strategies to achieve net zero carbon goals, we’re here to empower you every step of the way.
Subscribe to COGNITION Smart Data today!
By Sara Gutterman
As cofounder and CEO of Green Builder Media, Sara is a visionary thought leader and passionate advocate for sustainability. A former venture capitalist, she has participated in the life cycle (from funding to exit) of over 20 companies, with an emphasis on combining sustainability and profitability. She lives in Lake City, Colo., with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. She is also on the Board of Directors at Dvele, runs the Rural Segment for Energize Colorado, and is a former County Commissioner.